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In recent years the online publishing business has faced serious disruptions. With a business model heavily reliant on targeted ads, which pay per click or per eyeball, the spread of ad blockers wrought havoc on many websites and required the industry to think up new and innovative ways to make money without scaring away users.

Blockchain entrepreneurs saw this as an opportunity to for cryptocurrencies to create a new market and startups such as SatoshiPay, the Brave browser and the Steem social network were born.